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When exports ground to a halt, this family business pivoted to save their beef brand

When exports ground to a halt, this family business pivoted to save their beef brand

It started as a way to be certain that a brilliant future for their daughters, but Karen and Dan Penfold’s Four Daughters Beef brand has had to shift dramatically in the past year in declare to continue to exist.

Key aspects:

  • Four Daughters Beef began as a beef export business in 2019
  • The Queensland-based business was started by Karen and Dan Penfold for their four daughters
  • Due to the COVID-19 pandemic, their export business was halted and their premium beef box business was born

The impact of the COVID-19 pandemic is aloof rippling via the family’s premium black angus beef brand and export business, which began exporting at as soon as to Wuhan, China in 2019.

Early Newspaper

Starting Four Daughters Beef that same year, the Penfolds were procuring for a way to be certain that they had a stable succession plan in place for their daughters, Bonnie, Molly, Jemima and Matilda.

Then, when exports were halted and bans on processing hit at some stage in the pandemic, the family refused to back down and instead pivoted to the domestic market.

Matilda, Molly, Jemima and Bonnie in cattle yards

Matilda, Molly, Jemima and Bonnie Penfold working together in the cattle yards.(Supplied: Karen Penfold)

“It’s lawful so hard, or now not it has been so complicated,” Karen Penfold said.

“Usually the easy chance can be to hang up your boots and walk away, but we lawful bound back to why we’re doing it, which is succession and building business alternatives.”

So, while the family was unable to ship product to China, they created a paddock-to-plate beef box for the south-east corner of Queensland, stuffed with their 150-day grain-fed black angus beef products and hand-delivered by a member of the family.

Birds eye view of cattle in yards being herded by workers

The Penfold family working in the yards of certainly one of their properties.(Supplied: Four Daughters Beef)

And while it has now not been as profitable as their export business, it has been extremely rewarding, Ms Penfold said.

“Nonetheless that’s really small numbers of our complete program, but diminutive steps and we will look where that leads us.”

Export uncertainty

In October, the Penfolds’ purchasers in Wuhan asked for more beef in preparation for February’s Chinese language Original Year celebrations.

It was the first shipment overseas in around seven months.

Three young women in hats stand at the side of a ute at sunset

The Four Daughters Beef brand was started by Karen and Dan Penfold for their four daughters.(Supplied: Four Daughters Beef)

It was subjected to more processing bans, but eventually made it to the customer.

“They’d called in September and said, ‘Can you bound to Shanghai to the International Food exhibition?'” Ms Penfold said.

“We reminded them that at that point we couldn’t actually gain into Original South Wales, so we couldn’t bound to Shanghai.”

After that shipment, they were told they did now not want to ship any more of their beef till at least April.

The four daughters inside their home, sitting at the kitchen table talking

It has been a anxious 12 months for the family, but they all work together to be certain that the business succeeds.(Supplied: Four Daughters Beef)

However, the Penfolds are now not striking all their eggs in one basket, and while their export disappear has “fairly great arrive to a halt”, Ms Penfold said they were aloof working hard to gain that aspect of the business up and running as rapidly as that you can imagine.

“We’re aloof having a complete bunch conversations,” she said.

‘Anything is that you can imagine’

The Penfolds at reveal relate month-to-month to the south-east corner, now not too prolonged ago adding more locations to their list of where they can relate to.

Each month, four out of the six individuals of the family hit the road turning in the boxes teach to their customers’ doorways.

Five women stand in front of a truck wearing pink shirts

Karen Penfold (center) together with her four daughters on a shipping commute.(Supplied: Karen Penfold)

The 2 left at home “stay in the back of to retain the home fires burning and the cattle fed”.

The curiosity in the beef boxes in the past year has considered the Penfolds field curiosity from around Australia, despite very top turning in in the south-east corner.

“Interstate are very eager,” Ms Penfold said.

“However we’re aloof working via that and we lawful assemble now not have the answers as but, but we’re aloof talking.”

Drone shot of people mustering cattle along a laneway

Karen and Dan Penfold’s four daughters all work at home on the property to abet with the business.(Supplied: Four Daughters Beef)

The rapid upward push of the boutique brand had taken the Penfolds all of sudden, but they were furious to look where it took them.

“It’s lawful all about how we work via the logistics of the provide chain.

“There are lawful so many parts alive to.”

The Penfold daughters Jemima, Matilda, Bonnie and Molly walking in a yard

The four Penfold daughters Jemima, Matilda, Bonnie and Molly Penfold.(Supplied: Four Daughters Beef)

Even with all the stress and turmoil of the past 12 months aloof impacting upon their family business, Ms Penfold said one important lesson had arrive from it.

“We had to work out the incompatibility between needs and wants,” she said.

“I contemplate that all and sundry has labored out that they really enact want meals and then expectantly, in that chain, that we really enact want farmers.”

When exports ground to a halt, this family business pivoted to save their beef brand